Allstate Producer Conference Call: 1/31/12

Here are our detailed notes from the Allstate Producer Conference Call:

− For more information regarding the assignment, please check out the Assignment and sign up!
− After you’ve agreed to our Terms and Conditions, you can access:
− The Assignment
− About (Target Audience, Music, Media Usage and Compensation)
− Downloads with Timeline
− For additional information or if you have questions, please email them to vcam@current.com
− The videos are due February 27th @ 5pm EST!!!

Review of Assignment Brief:
− These videos can take many forms and creative directions but there are 2 specific paths you could focus on…
− Emotional Approach - An emotional consumer driven testimonial
− This version will end with the following end-tag/URL: “Join the movement to prevent teen driving deaths at: www.Facebook.com/Save11”
− Numerical Approach - A statistical driven PSA focusing on the numerical argument
− This version will end with the following end-tag/URL: “Join the movement to prevent teen driving deaths at: www.Allstate.com/STANDUP”
− As a reminder, our target audience are –
− Communities/Families
− Legislators/ Leaders
− All State may select 4 final videos to use, which will then be aired on-air & online by Current TV and Allstate sites including social media
− Please make sure to reference the deliverable specs and release forms listed on the link (https://current.box.com/shared/0mrke1t6m6) and for any additional technical questions regarding filming please reach out to Barry or your Current Representative (vcam@current.com).
− MAKE SURE TO ONLY USE APPROVED IMAGES!!!
− DO NOT USE UNION ACTORS!!!

Update from Allstate:
− Allstate has a long legacy of pushing legislation for safe driving.
− Allstate knows that Stand Up Act Works
− Allstate’s goal is to have graduated licenses for all teenagers where there are restrictions placed on under 18 licenses. All restrictions are removed at 18 years of age when the teenager is granted access to a full license
− Examples: Curfew on driving, limit on the # of people allowed in the car, etc.
− Ideas behind the 2 types of videos
− Emotional – We want to influence people to go to Save 11 online and contact their legislators
− Numerical – We want to inform and educate the community and legislators
− DO NOT PLAY THE BLAME GAME
− We aren’t blaming parents
− Focus on ways to address the issue (teenagers are inexperienced drivers) – Stay focused and positive!
− Make sure to check out Allstate’s website regarding previous videos and additional information - http://allstate.com/standup

Questions:
− Can we use something that is more “hard hitting” than a truthful emotional story? (Testimonial vs. Stats)
− A lot of previous videos done have been based on factual accounts rather than ones that are made up or hypothetical
− Go for a possibility story if you think it will make sense though!
− What are the restrictions again on actors?
− NO UNION ACTORS!
− What do you want the rating/feel of the videos to be? (more or less graphic)
− The video can be shocking, however it shouldn’t cross the line into being disturbing and insulting to consumers
− Make sure to check out previous videos Allstate has done to see where we have drawn the line in the past
− We do want to leave the consumer/audience with an impression and get the message out there, however make sure to keep in mind the thin line between capturing their attention to educate and disturbing them.
− How many videos can we submit?
− We suggest you only send in 1 or 2, so the quality doesn’t suffer.
− What are the copyrights?
− Please reference the terms and conditions. By signing it, you will grant an exclusive license to Current TV and Allstate to use your video in perpetuity.
− Standard or HD?
− While Current TV is a standard channel, we suggest you shot in HD (looks better in the long run.)
− What are the Allstate do(s) and don’t(s) for Allstate?
− This is not about Drunk Driving or other driving influences. These videos should focus more on teenagers having a lack of driving experience and how we need to gradually introduce them to driving, so they are more educated and experienced.